Most people do not read web pages word by word. They scan, looking for something that tells them they are in the right place. Good web copy respects that. It is clear, focused and easy to skim, while still sounding like a real person wrote it.
Know who you are writing for
Before writing a single line, answer three questions. Who is visiting this page? What do they want to know or do? What should they do next? Everything on the page should help answer those questions.
Lead with what matters
Put the most important information first. Open each page and each section with the main point, then add detail. Headlines should say what the reader gets, not just sound clever. If a visitor only reads the headings, they should still understand the page.
Make it easy to scan
- Use descriptive headings to break up the page.
- Keep paragraphs short, often two or three sentences.
- Use bullet points for lists of features, steps or benefits.
- Highlight key phrases sparingly with bold text.
- Use plenty of white space around text.
Write in plain language
- Talk to the reader. Use you and we, as you would in conversation.
- Choose everyday words. Replace jargon with simple terms your customers use.
- Be specific. Say what you actually do, rather than using vague claims like world-class or innovative.
- Focus on benefits. Explain how a feature helps the reader, not just what it is.
- Cut ruthlessly. If a sentence does not help the reader, remove it.
End with a clear next step
Every page should point somewhere. Tell readers what to do next and what they will get when they do it. One clear call to action is better than several competing ones.
Read it aloud
Before publishing, read your copy out loud. Awkward sentences and unnecessary words become obvious very quickly.
Clear web copy helps visitors find what they need and act with confidence. If you would like help writing or refreshing your website copy, get in touch with the Northpeak team.
